Martin Retail Group | Agency Profile, Contacts, AOR, Client Relationships

• Costa was most recently an ECD at Saatchi & Saatchi, where he built automotive marketing expertise working with Toyota as a client.
  • In this role, Costa oversaw sponsorship campaigns featuring stories of people such as Paralympian Jessica Long.
  • His hire may lead to bolstered partnership initiatives on Chevy's part.
• At Commonwealth // McCann, he succeeds the incumbent chief creative officer, Gary Pascoe, who departed a few months ago but whose role was not global.
• The agency hired other Chevy leaders within the past year including NA president Belinda Leworthy (April 2022) and global CSO Joanna Young (October 2022).
  • Leworthy was previously the global client leader at WPP.
  • Young joined from The Garage Team Mazda, where she served in the same role.
• The brand (Chevy) will likely:
  • Shift strategy
    • This will involve promotional material around upcoming Chevy debuts such as gas-powered and electric vehicles.
  • Return to higher spend
• Target demographic: 
  • Gen-Z and millennial men

Additional spending insights:

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